And... now it's showing. Steve Job's pointless pride prevented himself from investing heavily into market research and kept preaching about "consumers don't know what they want, but I do." Now, Apple has a very weak understanding of the market due to his failure to accept that once a market matures, so do the consumers. Sure, when smartphones were first introduced, the masses didn't understand the capabilities of smartphones, but now even the uninformed tech illiterates understand basic functionalities.
There aren't any Apple iPhone/iPad users who want a cheaper version of their product. That is like Gucci suddenly releasing low-end handbags. It degrades the brand name. They want variety. Like an iPhone 6 XL with a bigger screen, or an iPhone that specializes in harsh enviroments like being waterproof and being able to withstand dropping. Create variety, not price gaps.
Also, for the haters or fanboys, iPhones are good phones. Yeah, it's not for everyone, but it is very easy to use and the design is very slick and sexy. For people who have zero interest in technology, iPhones serve the purpose of their everyday life. They don't want to understand technology so let them be. It's like going out and buying a pair of jeans and a shirt. For people interested in fashion, they can talk about that subject all day and compare different brands and materials. But, most of you, who have no interest in fashion just don't care. You just want something that fits and won't rip apart when you crouch down. It's the same with technology.